Branding Retirement Communities
June 20, 20083 min
Retirement communities have been springing up across the U.S. for the past two decades.
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June 2008 - Page 3 of 6 - Branding Strategy Insider
Mistaking People For Brands
June 19, 20083 min
Building brands a hundred years ago was hard work. Back then, consumers were uncomfortable with the idea of identifying with products and companies.
Marketer Essentials: Hierarchy Of Effects
June 18, 20083 min
The first year of study for a PhD in Marketing is a confusing affair. I vividly remember long days spent at Lancaster trying to decode the journals of marketing with the creeping sensation that I may have bitten off more than I could chew. The first theoretical model I fully understood was the Hierarchy of Effects.
The most compelling brands connect with consumers at an emotional level. Their benefits are often experiential, emotional or self-expressive. Certain types of research can help marketers understand which benefits will have the greatest emotional impact.
How To Fix The Advertising Industry
June 16, 20084 min
The press is abuzz with stories about big companies moving dollars out of traditional advertising media and into product placements and other newer marketing methods.